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  • Gen Y can’t get enough of Gudetama’s lazy attitude
  • Gen Y can’t get enough of Gudetama’s lazy attitude
    Kristin Shoemaker, Creative Commons (2016) ©
CASE STUDY

Gudetama: the lazy egg that’s winning hearts in Japan

Mascots have long been used to front brands in Japan, but Gudetama – a lazy anthropomorphic egg – is a far cry from the cutesy characters typically seen. It now appears on around 1,700 items, boasting its own Twitter feed and pop-up cafés, but how has it won the hearts of people nationwide?